John Boyega Quits Jo Malone After Being Cut From Advert

On Sept. 14, British actor John Boyega announced via Twitter
that he had
quit his role as a Jo Malone ambassador
after being cut from an
advert he starred in and directed for the fragrance brand.

The original video, entitled A London Gent,
was shot in Boyega’s hometown in the area he grew up, Peckham, and
celebrated his “personal story.” It saw the actor hanging around
with his real-life friends and family, walking through the South
London neighbourhood, and riding a horse through a local park.

However, Boyega, who was Jo Malone’s first male ambassador, was
later replaced with a Chinese actor when the advertisement was
recreated for the Chinese market.

Following the brand’s decision, the actor announced that he
would be stepping down from the global ambassador role on Twitter.
He said Jo Malone’s decision to re-shoot the film “without consent
or prior notice” was “wrong.”

In a series of tweets, he shared: “‘Their decision to replace my
campaign in China by using my concepts and substituting a local
brand ambassador for me, without either my consent or prior notice,
was wrong.

“The film celebrated my personal story – showcasing my
hometown, including my friends and featuring my family.”

In the Chinese version of the short film, the scenes are close
to identical to the original but actor Liu Haoran takes Boyega’s
place. Unlike the original, which was filmed in multicultural,
diverse Peckham, the Chinese ad features no Black talent.

While Boyega acknowledges that brands use a “use a variety of
global and local ambassadors” he noted on Twitter that
“dismissively trading out one’s culture this way is not something I
can condone.”

He ended: “It’s back to back but I assure you this will be
dealt with swiftly. I don’t have time for nonsense. We press on
and strong. Stay blessed people.”


Jo Malone has apologised for their “misstep”
and released a
statement to the Hollywood Reporter.

“John is a tremendous artist with great personal vision and
direction. The concept for the film was based on John’s personal
experiences and should not have been replicated,” the brand
admitted. “While we immediately took action and removed the local
version of the campaign, we recognise that this was painful and
that offence was caused,” they added. “We respect John, and support
our partners and fans globally. We are taking this misstep very
seriously and we are working together as a brand to do better
moving forward.”

As noted by BBC News, this is
not the first time
the Chinese advertising world has come under
fire for its treatment of Boyega. During the 2016 press run for
Star Wars: The Force Awakens fans noticed Boyega’s
lead character Finn had been shrunken in size on the film
posters.

Boyega’s has become a prominent voice during the Black Lives
Matter movement and the actor is no stranger to speaking out
against racial bias. For example,
the actor has previously called out Disney for “sidelining” its
actors of colour
. “It’s so difficult to maneuver,” Boyega
said told GQ. “You get yourself involved in projects and you’re
not necessarily going to like everything, [but] what I would say to
Disney is do not bring out a Black character, market them to be
much more important in the franchise than they are, and then have
them pushed to the side.”

Source: FS – All – Entertainment – News 2
John Boyega Quits Jo Malone After Being Cut From
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